Leveraging first-party data to guarantee influencer marketing success

Businesses need a lot of background data to launch a successful influencer marketing campaign. Just because influencers have a lot of social media followers doesn’t mean they’ll bring the results a company needs. Their content might fall flat, their audience may not be engaged or worst of all, their followers may be primarily bots. Similarly, an influencer with a small audience may have high engagement, leading to better sales for his or her business partner.

Therefore, businesses need data that singles out the influencer who will bring the strongest return on investment. But that leaves one question: Where do companies get this information?

Strategizing campaigns with first-party data

Experienced businesses know that first-party data can greatly enrich a data set, delivering better results and helping out maneuver the rest of the market. Information generated directly from the source paints a more accurate portrait of the company’s user base and target market than second- or third-party data alone. But if the company has limited experience with influencer marketing, it may not have a lot of details to fall back on.

That’s why a marketing partner with who has access to data, especially years of first-party data, is such an asset when creating influencer marketing strategies.

Partnering with a data-driven influencer marketing platform

Influencer marketing is still relatively new for the majority of businesses, and they wisely partner with a third party to help them navigate this unfamiliar territory. The choice of partner is extremely important, as this is where most of the data driving influencer-related marketing decisions will originate.

When considering a potential influencer marketing partner, businesses must understand what data that partner is using, what insights it’s drawing from that data set, and the methodology for doing so. First-party data is good, but if the quantity is too small, then it is simply anecdotal and really manifests itself in the form of expertise, not data. Make no mistake, expertise is very important in the influencer marketing industry, but so is data, given the huge number of influencers, constantly evolving ecosystem, and metrics-driven nature. Therefore, to be successful, a partner must understand how to draw meaningful insights from the publicly and privately available data that’s out there.

First-party data, which includes information like influencer pricing, ratings, categorization, tagging, and performance mapping, is crucial. It ensures that the partner is properly navigating the industry, optimizing performance for its clients relative to the competition. Though many firms gather data from their operations, they often don’t structure this information properly to make it meaningful or useful. According to research from Salesforce, only 23 percent of marketers are extremely satisfied with their ability to use the data they generate. Imagine how low this number would be if the question asked was about using second- and third-party data from marketing partners.

Clearly, an influencer marketing platform with plenty of first-party information is the best option, both for businesses new to influencer marketing and experienced with this strategy.

Open Influence is one of the world’s longest-running influencer marketing agencies, and we’ve got the information to match our experience. Having executed tens of thousands of transactions between businesses and influencers, we’re experts at predicting campaign results and keeping influencer costs within clients’ budgets. We use our years’ of demographics data to see which influencers’ audiences align with our clients’, down to details like income and education level. We also analyze each piece of content created to see which influencers will bring the best results. Furthermore, our influencer score and ratings ensure brands only match with individuals who will truly boost their ROI.

Open Influence has over 100 million videos and images with billions of proprietary records for classifying and identifying influencer content. Combined with our A.I. and machine learning technologies, we allow clients to better search for the influencers that match their brand. The filters are incredibly targeted — a pet food brand, for example, could narrow their search down to find an influencer posting a specific breed of dog.

Successful marketing is all about data: having lots of it and using it to the company’s advantage. Marketers should keep this in mind when choosing a partner for their influencer campaigns.

Talk to Us!

Open Influence, the leader in social influencer marketing, is looking for an individual contributor to join our high performing sales team. The primary responsibility is to drive and grow new business revenue from brands and their agencies. The ideal candidate is a charismatic seller with a track record of acquiring and managing new accounts, creating unique and valuable partnership proposals, and executing plans that meet/exceed partner expectations. Candidates for this position are highly motivated, self-assured team players with strong client and social media skills. You will be a part of a high caliber team in an industry that is experiencing rapid and dramatic growth. This is a high velocity, client-facing sales role requiring deep industry expertise and a proven ability for closing advertising deals.

Role & Responsibilities:

· Proactively prospect, qualify, and close new accounts

· Strategically and creatively build a pipeline and maintain a high level of activity

· Independently research and prospect using a variety of techniques including online research, networking and active participation in industry events

· Develop innovative ideas and influencer marketing solutions for advertisers and their digital and PR agencies

· Team player with exceptional presentation and communication skills, and an ability to help partners understand the unique value of Open Influence, and persuade them to tap into the power of our platform

· Fluency in digital media with a strong understanding of social media platforms

· Knowledge of the paid social media space/influencer marketing is a MAJOR plus.

· Track record working with large brands and media agencies, including developing and selling creative ideas to senior decision makers

· Well regarded in the marketplace with a network of contacts among relevant potential partners

· Proficiency with Salesforce, Keynote & Microsoft Office

· BA or BS degree or equivalent experience

· High energy, positive attitude, and a sense of humor (foodies are a plus!)

About us

It’s your story, have the right people share it. Influence better on the world’s most relevant social platforms – Snapchat, Instagram, Facebook, Twitter, Youtube, Pinterest and more. At Open Influence, we are committed to bringing the human element back to advertising by empowering individuals to create and share. Our mission is to scale the storytelling process through efficiency, quality content, and transparency for both advertisers and content creators. With a deep understanding of the influencer landscape, a full-fledged analytics platform, and a team of dedicated social engineers, Open Influence has established successful track records in industries spanning across fashion, lifestyle, automotive, entertainment, technology, consumer packaged goods, pharmaceuticals, and more. Top brands we have proudly worked with include Coca Cola, Puma, Corona, Nissan, Unilever, Crocs, McDonald’s, Universal Studios, and Verizon. Headquartered in Los Angeles, Open Influence’s network of offices includes locations in New York, Chicago, San Francisco, Milan, London, and Hong Kong.

Get our AI Ebook!

Open Influence, the leader in social influencer marketing, is looking for an Account Coordinator to join our high performing team in an exciting workspace. Open Influence is committed to bringing the human element
back to advertising by empowering individuals to create and share. Our mission is to scale the storytelling process through efficiency, quality, and transparency for both advertisers and content creators. Our proven mix of technology, creativity, people, and expertise enables us to identify the most impactful influencers and efficiently execute campaigns on behalf of our clients.

The Account Coordinator is responsible for delivering superior influencer communication for each Open Influence client, working with the Account Management team. The ideal candidate for this position will be extremely detail-oriented with experience in managing large, complex campaigns for Fortune 500 brands in industries spanning across fashion, lifestyle, automotive, entertainment, technology, and consumer packaged goods. The AC will liaison between internal sales, account managers and influencers to manage expectations and ensure deadlines are met. The AC will collaborate with Account Managers on large strategic accounts from execution to reporting. Candidates for this position are highly motivated, self-assured team players with strong communication and social media skills. You will be a part of a high caliber team in an industry that is
experiencing rapid and dramatic growth. This is a high velocity and fast-paced role requiring industry expertise and a proven ability for planning and managing marketing campaigns.

• Bachelor’s degree from an accredited college or university
• Minimum 1-2 years of experience as planner or account manager is preferred
• Must include a thorough understanding of Instagram, Facebook, YouTube, Snapchat, Twitter, Blogs
• Must have experience working with Keynote/PowerPoint
• Must be a self-starter with the ability to handle multiple projects, prioritize work assignments, meet deadlines, and work independently in a fast-paced environment
• Exceptional communication and organizational skills
• Should be excited about social strategy and have a passion for bloggers/influencers
• Must be extremely detail oriented
• Have a fun and positive working attitude!

Open Influence, the leader in social influencer marketing, is looking for an Account Manager to join our high performing team in an exciting workspace. Open Influence is committed to bringing the human element back to advertising by empowering individuals to create and share. Our mission is to scale the storytelling process through efficiency, quality, and transparency for both advertisers and content creators. Our proven mix of technology, creativity, people, and expertise enables us to identify the most impactful influencers and efficiently execute campaigns on behalf of our clients.

The Account Manager is responsible for delivering superior client service for each Open Influence client. The ideal candidate for this position will be extremely detail-oriented with experience in managing large, complex campaigns for Fortune 500 brands in industries spanning across fashion, lifestyle, automotive, entertainment, technology, and consumer packaged goods. The AM will liaison between internal sales and influencers to manage expectations and ensure deadlines are met. The AM will collaborate with
Account Executives on large strategic accounts from proposal to execution to reporting. Candidates for this position are highly motivated, self-assured team players with strong client and social media skills. You will be a part of a high caliber team in an industry that is experiencing rapid and dramatic growth. This is a high velocity, client facing role requiring deep industry expertise and a proven ability for
executing large advertising deals.

Role & Responsibilities:

• Work closely with cross-functional teams to ensure successful campaign execution
• Responsible for pre-sale planning and post-sale execution
• Serving as the liaison between sales, creative, and talent for campaign execution
• Analyzing campaigns and communicating with agency and client teams to optimize performance
• Vetting and negotiation with potential campaign talent
• Responsible for talent communications to ensure campaign goals are met
• Develop streamlined processes using creative problem-solving tactics for unique campaign opportunities
• Act as an internal advocate for your clients by providing strategic market feedback and participating in product development with the Open Influence team
• Collaborating with Account Executives on RFP responses and deliverables
• Working with Finance team to ensure proper billing to talent

Requirements:

• Bachelor’s degree from an accredited college or university
• Minimum 2-3 years of experience as planner or account manager is preferred
• Experience in building and optimizing digital media plans
• Must be a self-starter with the ability to handle multiple projects, prioritize work assignments, meet deadlines, and work independently in a fast-paced environment
• Exceptional communication and organizational skills
• Must be extremely detail oriented